Advertisement Delivering System Based on Digital Television System and Mobile Communication Device

ABSTRACT

A system for delivering advertisements based on a digital television system and a mobile communication device is disclosed. The television system and the mobile device are connected in ad hoc manner when a program is broadcasted by the television system. When a user is attracted by an item in the program, an instruction is sent from a remote control device of the television system or from the mobile device to send a data file including a product identifier to the mobile device. The user may use a cursor controlled by the remote control device or by the mobile device to locate the item. An icon is displayed on a display screen of the mobile device to represent the received data file. When the icon is selected, the mobile device is connected to a data manager in the Internet to deliver more product information to the user.

CROSS-REFERENCE TO RELATED APPLICATIONS

Not applicable.

BACKGROUND

1. Field of Invention

This invention relates generally to advertising. More specifically, the invention relates to system and method for delivering advertisements to a mobile communication device.

2. Description of Prior Art

Advertising using television is well known. Unfortunately, even when armed with demographic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their advertisement budget is simply wasted. Moreover, it is difficult to identify and eliminate such waste.

Mobile communication devices have gained significant popularity in recent years. Users are using the mobile device such as, for example, iPhone from Apple Inc, Cupertino, Calif., to access the Internet services. Methods for delivering targeted advertisements to users by employing mobile communication devices have been developed. The targeted advertising messages may be delivered based upon the user's personal profile, location and history of the user's interaction with the device.

Even when sometimes the advertisements broadcasted by the television are attracted by a viewer, the information provided by the television is often insufficient for the viewer to make a purchasing related decision.

The adoption of digital television system has opened up new opportunities to deliver advertisements to targeted customers. The opportunities, however, have not been fully explored, in particularly, when the digital television system and the mobile communication devices are combined.

SUMMARY OF THE INVENTION

It is an object of the present invention to disclose a system and method for delivering highly targeted advertisements to a user of a digital television system and a mobile communication device.

In accordance with one embodiment of the present invention, the digital television (TV) system is used to deliver a program to a viewer. The program comprises a series of frames or images. Each frame of the program may include a number of items on a display screen. Some of items may be of commercial interests. The term “item” is used in the present disclosure to represent an image of an item on a display of the digital television system.

According to one aspect of the present invention, the digital television system includes a database. Each of the commercial items is linked to a product identifier in the database.

When a user is attracted by a commercial item displayed in a frame, he may use a remote control device to select the item. A data file including the product identifier of the selected item is then sent to a connected mobile communication device through an ad hoc communication link.

The received file may be represented by an icon on a display screen of the mobile device according to one implementation. The data file may include a product identifier related to the advertisement.

The user may select the icon for more detailed information about the product. Upon the selection of the icon by the user, the mobile device is connected to a data manager through the Internet. The information delivered to the user from the data manager may include but not limited to pricing, features, reliability, commercial terms and customer rating. The information may also include pricing comparison from different retailers. The user may decide to purchase the product through an on-line facility.

BRIEF DESCRIPTION OF THE DRAWINGS

For a more complete understanding of the present invention and its various embodiments, and the advantages thereof, reference is now made to the following description taken in conjunction with the accompanying drawings, in which:

FIG. 1 is a schematic diagram of an advertisement delivery system based on a digital TV system and a mobile communication device in accordance to one embodiment;

FIG. 2 is a schematic illustration that a series of frames are displayed during broadcasting of a program and displayed commercial items on the frames are linked to product identifiers and other advertisement files in a database;

FIG. 3A is a schematic diagram of functional blocks and data flow of the system in accordance with one embodiment;

FIG. 3B is a schematic diagram of functional blocks and data flow of the system in accordance with another embodiment;

FIG. 4A is a schematic diagram of functional blocks of the digital TV system in accordance with one implementation;

FIG. 4B is a schematic diagram of functional blocks of the mobile communication device in accordance with one implementation;

FIG. 5 is a flowchart illustrating an exemplary process that a user selects a displayed item and a data file including the product identifier is sent to the mobile device;

FIG. 6 is a flowchart illustrating an exemplary process that displayed items in a program are itemized and are sent to a user after the user's selection;

FIG. 7 is a flowchart illustrating an exemplary process that an icon is used to represent the received data file and more detailed information about the product is delivered from a data manager connected to the Internet.

DETAILED DESCRIPTION

One or more specific embodiments of the present invention will be described below. These described embodiments are only exemplary of the present invention. Additionally, in an effort to provide a concise description of these exemplary embodiments, all features of an actual implementation may not be described in the specification. It should be appreciated that in the development of any such actual implementation, as in any engineering or design project, numerous implementation-specific decisions must be made to achieve the developers' specific goals, such as compliance with system-related and business related constraints, which may vary from one implementation to another. Moreover, it should be appreciated that such a development effort might be complex and time consuming, but would nevertheless be a routine undertaking of design, fabrication, and manufacture for those of ordinary skill having the benefits of this disclosure.

FIG. 1 is a schematic diagram illustrating an advertisement delivery system according to one embodiment. The system 100 comprises a digital TV system 102 with a remote control device 104. The remote control device 104 may include a dedicated input structure 105 for controlling of selecting a displayed item. The input structure 105 may be a button, a touch pad or an icon in a touch sensitive display. The mobile communication device 106 may be a mobile phone with an Internet connection capability. The mobile device 106 is connectable to a data manger 110 through a public communication network 108. The public communication network 108 may the Internet. The mobile communication device 106 may include an icon 107 representing a commercial item selected by the user 112 on a displayed frame of a TV program. The remote control device 104 and the digital TV system 102 are connected through a well known method such as the Infrared communication interface in the art. The digital TV system 102 and the mobile device 106 may be connected using an ad hoc communication link 114. The ad hoc communication link 114 may be conformed to various IEEE and ISO standards and their extensions such as, for example, IEEE 802.15.1 (Bluetooth), IEEE 802.15.4 (ZigBee), IEEE 802.11x (WiFi) and ISO 18092, ISO 21481 and Transfer Jet Protocol for Near Field Communication (NFC).

FIG. 2 is a schematic illustration that a series of frames, being depicted as t1, t2 and t3 in an exemplary manner, are displayed on the top portion of the figure. Some of the displayed frames may include one or a number of commercial items. Some of the displayed frames may not include any commercial item. Each of the commercial items is linked to a product identifier as shown in the bottom portion of the figure. Some of the commercial items may also be linked to one or more advertisement files. Each program may have a different database. The database may be delivered from a server in a television network after a program is selected by the user. The database may be removed from the system after the completion of broadcasting the program.

When a user is attracted by a displayed item, he may use the remote control device 104 or the mobile device 106 to select the item. Upon the user's selection, a data file is generated including at least the product identifier of the selected item. The data file may be sent from the digital TV system 102 to the mobile device 106 through the ad hoc communication link 114.

The user may use the remote control device 104 and the mobile device 106 to move an optical mark such as a cursor on the screen of the digital TV system 102. After the item is pointed by the cursor, the user may use the dedicated input structure 105 to make the selection according to one implementation of the present invention. If the selected item does not have a product identifier or an advertisement message available in the database, a message may be displayed on the digital TV system 102 or on the display of the mobile device 106 to notify the user.

The user may also use the remote control device 104 or the mobile device 106 to get a still-standing frame before he makes a selection.

FIG. 3A is a schematic diagram of functional blocks and data flow of the system 100 in accordance with one embodiment. When a digital TV system 102 is used to broadcast a program, commercial items may be displayed at least on some of the frames of the program. When a user is attracted by a specific item on a displayed frame, he uses the remote control device 104 to make the selection. A control signal 302 is sent from the remote control device 104 to the digital TV system 102. Upon receiving the control signal 302, the digital TV system 102 sent a data file 304 to the mobile device 106. The received file is represented by an icon displayed on the display screen of the mobile device 106. If the icon is selected by the user 112, the product identifier 306 is sent to a data manager 110 through the Internet 108. The data manager 110 sends more detailed product information to the mobile device 106. The product information 308 may be presented using a web site displayed on the display screen of the mobile device 106. It should be noted that data file 304 sent from digital TV system 102 to the mobile device 106 may include contents other than the product identifier. For example, the data file may include a text message, an image, a voice message, video clip and a multimedia file related to the selected commercial item. The user may use the mobile device 106 to view the received advertising messages.

The remote control device 104 may include a dedicated input structure 105 for delivering the control signal 302. The dedicated input structure 105 may be a button, a touch pad, an icon in a touch sensitive screen or any other structure as known in the art. When the input structure is actuated, a processor in the remote control 104 receives the signal and sends the control signal to the digital TV system 102.

According to another implementation, one of the existing input structures of the remote control device 104 may be used to display a cursor on the screen of the digital TV system 102 After the selection using the remote control device 104, a control signal is generated to trigger the operation of sending the data file 304 to the mobile device 106.

FIG. 3B is a schematic diagram of functional blocks and data flow of the system 100 in accordance with another embodiment. The mobile communication device 106 rather than the remote control device 104 is used to send the control signal 302 to the digital TV system 102. If the viewer is attracted by a displayed item, he may use the mobile device 106 to move an optical mark such as a cursor on the screen of the digital TV system 102. Upon the user's selection using the mobile device 106, a control signal 302 is sent to the digital TV system 102. The data file 304 is then sent to the mobile device 106. Similarly, the product identifier 306 may be sent to the data manger 112 and detailed product information 308 is sent to the mobile device 106 in a form of web site.

FIG. 4A is a schematic representation of functional blocks of the digital TV system 102 in according with one embodiment. The system 102 comprises a display 402. The display may be a Liquid Crystal Display (LCD). The display may also be any other type of display as known in the art. A processor 404 is used to control the operation of the digital TV system 102. The processor 404 may include more than one type of processors including a general purpose processor such as a Central Processing Unit (CPU) and a special purpose processor such as a Graphical Processing Unit (GPU). The digital TV system 102 may also include a data storage unit 406 such as a magnetic storage unit and/or semiconductor memory devices. A database 407 is used to relate a displayed commercial item to a product identifier and/or to advertisement files.

The digital TV system 102 may be connected to a communication network through a first communication unit 408. The network may be a private broadband network for delivering TV programs. The network may also be a public network such as, for example, the Internet. A second communication unit 410 is used to connect the digital system 102 to the mobile device 106 through an ad hoc communication link 114. The ad hoc communication link 114 may be conformed to various IEEE and ISO standards and their extensions such as, for example, IEEE 802.15.1 (Bluetooth), IEEE 802.15.4 (ZigBee), IEEE 802.11x (WiFi) and ISO 18092, ISO 21481 and Transfer Jet Protocol for Near Field Communication (NFC). The digital TV system 102 may also include a third communication unit (not shown in the figure) for connecting the system and the remote control device 104. Most remote control devices today use Infrared communication interfaces.

An advertisement delivery manager 412 is used to control the operation of the advertisement delivery. It may be implemented as a software program to be executed by the processor 404. It may also be implemented as a combination of the software and the hardware.

FIG. 4B is a schematic representation of functional blocks of the mobile communication device 106. The device 106 comprises a processor 414, a display 416, a data storage unit 418 and a first communication unit 420 as known in the art. The first communication unit 420 may be a standard network interface for a smart phone including a capability to connect to the Internet. The device 106 further comprises a second communication unit 422 for connecting to the digital TV system 102 through the previously mentioned ad hoc communication link 114. An advertisement manager 424 is used to control the operation of receiving the data file 304 and to display an icon to represent the received data file in an exemplary implementation.

FIG. 5 is a flowchart illustrating an exemplary process that a user selects a displayed item and a data file 304 including the product identifier is sent to the mobile device 106. Process 500 begins with switching on the digital television system 102 in step 502. An ad hoc communication link 114 is established in step 504 between the digital TV system 102 and the mobile device 106. The communication link 114 may be a Bluetooth connection in an exemplary implementation. The communication link may also be a NFC including a RF tag in the digital TV system 102 and a reader in the mobile device 106 in another exemplary implementation. The data file 304 may be sent to the tag first before it is readout by the reader in the mobile device 106.

A TV program comprising a series of frames is selected and delivered in step 506. At least some of frames may include commercial items selectable by the user using the remote control device 104 or using the mobile device 106. Upon selection of the digital TV program, a database associated with the program is delivered from a server in the digital TV network to the digital TV system 102. The database may comprise product identifiers of displayed commercial items in the frames of the program. The database may also include other advertisement files related to the commercial items. The database may be delivered to digital TV system 102 in a single step. The database may be delivered to the system 102 in multiple steps according to the progress of broadcasting of the program.

During the broadcasting of the program, if the user is attracted by one of the displayed items, he may select the item using the remote control device 104 or the mobile device 106 in step 508. The data file 304 is then sent from the digital TV system 102 to the mobile device 106 in step 510 through the ad hoc communication link 114. The data file 304 may include the product identifier of the selected item. The data file 304 may also include related advertisement files for the selected item. The advertisement files may be in a text format, a voice format, an image format or a video and multimedia format. The data file 304 is generated by the advertisement delivery manager 412 upon the user's selection of the displayed item. An icon 107 representing the received data file 304 is displayed on the display screen of the mobile device 106 in step 512.

FIG. 6 is a flowchart illustrating an exemplary process that displayed items in a program are itemized and are sent to a user after the user's selection. Process 600 starts with step 602 that commercial items in all displayed frames of a digital TV program are itemized. Each item is associated with a product identifier in step 604. The product identifiers may be generated based upon a commonly accepted standard. When a frame is displayed, a displayed commercial item is defined by a zone on the display plane. When the user moves the optical mark such as a cursor into the zone, the user's action on an input structure of the remote control device 104 or the mobile device 106 generates a control signal in step 606. The control signal triggers an operation by the advertisement delivery manager 412 to create a data file 304 including the product identifier and/or the related advertisement files. The data file 304 is transmitted to the mobile device 106 in step 608.

FIG. 7 is a flowchart illustrating a process that detailed product information is sent to the mobile device 106 from the data manager 110 through the Internet 108. Process 700 starts with step 702 that the icon 107 representing the received data file 304 is displayed on the screen of the mobile device 106. The display may be a touch sensitive screen according to one implementation. The user (viewer) may touch the icon 107 in step 704 to request the detailed product information. The mobile device 106 and the data manager 110 are connected through the Internet 108 in step 706. The data manager 110 may be an operator to provide detailed product information upon a request. The data manager 110 may be connected to retailers, advertisers and consumer rating organizations. After they are connected, a web page may be displayed. The product information represented by the product identifier may be delivered to the user 112 in a hierarchical manner as known in the art. In step 708, the user may navigate through the user interface and find useful information related to the product. In step 710, the user may decide to purchase the product through an on-line facility after reviewing the product information.

The user's operation may be tracked and data may be collected and be sent back to the digital TV system 102. The advertisers may be paid based on which product identifiers are downloaded by the viewer and also by which product the user purchased through the on-line facility. 

While the invention has been disclosed with respect to a limited number of embodiments, numerous modifications and variations will be appreciated by those skilled in the art. It is intended that all such variations and modifications fall with in the scope of the following claims:
 1. An advertisement delivery system comprising: a digital television system for broadcasting a program comprising a series of frames; a database in the television system including a plurality of product identifiers representing at least a subset of displayed items included in said frames of the program; a means of a user selecting one of the displayed items; and a communication means of transmitting a data file including the product identifier of the selected display item from the television system to a mobile communication device.
 2. The system as recited in claim 1, wherein said digital television system further comprising: a processor; a data storage unit; a first communication unit for connecting to a communication network; and a second communication unit for connecting to the mobile device.
 3. The system as recited in claim 1, wherein said mobile communication device further comprising: a processor; a display; a data storage unit; a first communication unit for connecting to a public communication network; a second communication unit for connecting to the digital television system; and an advertisement manager for displaying an icon after receiving the data file.
 4. The system as recited in claim 3, wherein said icon, when selected by the user's action, will connect the mobile device to a data manager in a public communication network including the Internet, wherein the data manager may provide product information including pricing, features, commercial terms, reliability and customer rating.
 5. The system as recited in claim 4, wherein said data manager further providing a means of connecting to one or a plurality of retailers, to one or a plurality of manufacturers, and to one or a plurality of customer rating organizations.
 6. The system as recited in claim 1, wherein said communication means conforming to one of or a combination of the following standards: Bluetooth (IEEE 802.15.1 and its extensions); ZigBee (IEEE 802.15.4 and its extensions); WiFi (IEEE 802.11x and its extensions); and NFC (ISO 18092; or ISO 21481).
 7. The system as recited in claim 1, wherein said data file further comprising at least one advertising message including one or a combination of the following data: a text message; an image; a voice message; a video clip; and a multimedia file.
 8. The system as recited in claim 1, wherein said remote control device further comprising a dedicated input structure for receiving the user's instruction to select the item and to transmit the data file.
 9. The system as recited in claim 1, wherein said remote control device further comprising a user interface program including a user selecting means of displayed items on any one of frames.
 10. The system as recited in claim 1, wherein said mobile device further comprising a user interface program including a user selecting means of the displayed items on any one of frames.
 11. A method of delivering an advertising message to a mobile communication devices comprising: establishing an ad hoc communication link between a digital television system and a mobile device; broadcasting a program comprising a series of frames by the television system; receiving a database including at least a plurality of product identifiers representing at least a subset of displayed items on the frames of the program; selecting at least one of the displayed items by a user utilizing a remote control device of the digital television system or by the mobile device; and sending a data file related to the selected item to the mobile device through the communication link.
 12. The method as recited in claim 11, wherein said method further comprising: displaying an icon on a display of the mobile device; selecting the displayed icon by the user; connecting the mobile device to a data manager in the Internet; and presenting product information represented by the product identifier.
 13. The method as recited in claim 12, wherein said method further comprising purchasing the advertised product through an on-line facility.
 14. The method as recited in claim 11, wherein said operation of “selecting” further comprising using an optical mark controlled by the remote control device or by the mobile device.
 15. The method as recited in claim 11, wherein said communication link conforming to one of or a combination of the following standards: Bluetooth (IEEE 802.15.1 and its extensions); ZigBee (IEEE 802.15.4 and its extensions); WiFi (IEEE 802.11x and its extensions); and NFC (ISO 18092; or ISO 21481).
 16. A method of delivering an advertising message to a mobile communication devices comprising: itemizing displayed commercial items in frames of a television program; associating each item with a product identifier; selecting a displayed item by a user on any one of displayed frames of the program; and transmitting a data file including the associated product identifier to mobile communication device.
 17. The method as recited in claim 16, wherein said method further comprising: displaying an icon on a display of the mobile device; selecting the displayed icon by the user; connecting the mobile device to a data manager in the Internet; and presenting product information represented by the product identifier.
 18. The method as recited in claim 17, wherein said method further comprising purchasing the advertised product through an on-line facility.
 19. The method as recited in claim 16, wherein said data file further comprising at least one advertising message including one or a combination of the following data: a text message; an image; a voice message; a video clip; and a multimedia file.
 20. The method as recited in claim 16, wherein said ad hoc communication link conforming to one of or a combination of the following standards: Bluetooth (IEEE 802.15.1 and its extensions); ZigBee (IEEE 802.15.4 and its extensions); WiFi (IEEE 802.11x and its extensions); NFC (ISO 18092; or ISO 21481). 